Measuring sales and marketing penetration in an account list

Our live demo ABM dashboard starts like below:

These reports, from left to right, show:

• The total number of accounts in our list

• The percentage of accounts that have a "sales touchpoint"

• The percentage of accounts that have a "marketing touchpoint"

• The percentage of accounts that have neither a "sales touchpoint" and "marketing touchpoint"

As with every dashboard like this, definitions are important. Here are the unknowns:

• What is our "account list"

• What is a "sales touchpoint"

• What is a "marketing touchpoint"

The account list definition differs a lot from company to company. Some use Company Properties to filter, but some use behaviors such as a "campaign membership" or "csv list upload" to filter. The former is just selecting properties from Company Properties. The latter is building a goal, and filtering by "who have done <goal>". The filter should be applied at the report level, from Filter users / companies.

For sales touchpoint and marketing touchpoint definitions, or any touchpoint definition you will ever have, we recommend making use of Defined Properties. Specifically, the Channel defined property you have in your instance is the best way to add this to your definition library.

Your marketing channels should all be already added to your channel property. Your sales channels might not be added. If you use Salesforce, follow this guide to add sales touchpoints to your Channel definition.

The next thing is to use the Channel property to define two goals, one for sales and one for marketing. Use the "defined property mapping" option, and select all matching values from the Channel definition for the goal you are building.

Now, you can build the report:

Note that there is a Filter Users / Companies here to filter to a specific account list.

In this case it's using the company properties approach to filter.

An important caveat about this report: Everything in HockeyStack is based on "actions". Actions are things that happen on a certain date, done in relation to a certain company/person. Dividing by "any action - companies" ensures that we get all companies that had any action within the timeframe of the report. So this will not encapsulate all actual accounts in list, only the ones that had actions. There is no current workaround for this.